Chapter 3 Branding Strategy textbook notes The impact of a message is the ability to stimulate action that are determined by what a brand has to offer. (for example, a compelling reason why someone should buy it) Defining a brand A Brand is a name, term, design, symbol or any other feature that identifies one seller’s goods or services as distinct from those of other sellers. The legal term for brand is trademark. The brand name is the part of the brand that can be spoken. Some kind of symbol, referred to as brand logo, also plays a key role in branding and creating and image. A trademark is that part of a brand that is granted legal protection so that only the owner can use it. Brand image and reputation Brand loyalty- is defined as the degree of consumer’s attachment to a particular brand. Loyalty is influenced by such factors as marketing communications, family or peer pressure, friendship with sales person and, ultimately, how satisfied a person is with the product.
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